Duane Korenek, general manager of retail operations for Prasek’s Family Smokehouse isn’t a big fan of the colloquial term “one-stop shop” to describe a retailer’s so-called competitive advantage.
The trouble is that Korenek can’t escape using the term about the El Campo, Texas-based retailer and manufacturer because it is so apt. Simply put, one-stop “destination” shopping is part of Prasek’s DNA—and there’s no sense running from it.
The retailer/manufacturer commemorated its 50th year in business the first week of October, a weekend filled with festivities and availability of iconic products and services that has made Prasek’s, well, a one-stop destination retailer for five decades.
Founded by Mike and Betty Jo Prasek in Hillje, Texas, in 1974, Prasek’s Family Smokehouse offers a variety of smoked meats, fresh cuts and homemade baked goods (100 smoked meat items and more than 100 different fresh-baked delicacies, including kolaches).
Over the years, it has evolved to include two full-service locations in El Campo and Sealy, Texas, both featuring a dine-in restaurant and gift shop.
“Even though we fit into the c-store category, we don’t position ourselves as a c-store,” said Korenek, general manager of retail operations for 31 years.
“We position ourselves as a smokehouse and stop along the highway where people can come in and dine while offering all the c-store items. We produce our own smoked meat products and sell them in our retail outlets and also across the country—from Florida to California.”
Lannah Stoner, marketing manager for Prasek’s and a family member, added: “We are a destination to truly stop and relax. We want people to come in and feel like they’re at home and feel like family. We like to say we are a destination for meat lovers, bakery enthusiasts, tourists and locals. Overall, the feel of our stores is what really sets us apart from other c-stores.”
They Have the Meats
When Korenek stops to think about it, “meats are what stands out most. It’s our bread and butter, the heart of the business.”
The anecdote about how the company immersed itself in smoked meat manufacturing, retailing and distributing is not unlike any serendipitous story that starts often around the family dinner table.
“This is a very strong German and Czech region of Texas. Years ago, one smoked meat supplier wasn’t appeasing local customers from a quality standpoint. At the same time, Betty Jo Prasek was preparing round steak and seemed to have leftovers on a regular basis,” Korenek said.
Instead of tossing it, they took the leftovers, sliced them up, smoked them and made them available to local residents—ultimately launching the manufacturing component and then retail.
These days, the two locations in El Campo and Seely have retail footprints that alone are 7,000 square feet or greater. The smoked meat manufacturing arm of the business comprises another 50,000 square feet. (The retailer/manufacturer counts large-size retailers 7-Eleven, grocery chain H-E-B and Road Ranger as wholesale meat product customers.)
This isn’t a one-trick pony: In addition to meat processing, Prasek’s boasts a legendary bakery operation that churns out a host of made-from-scratch baked goods and sweet snacks, including kolaches that both locals and travelers go out of their way to gobble up.
Prasek’s also offers fuel, snacks, dispensed beverages, sweet tea and coffee. The smokehouse provides customers the option to shop online.
Read ahead for an edited conversation with Duane Korenek and Lannah Stoner, two of Prasek’s top management personnel, about the company’s past, present and future aspirations:
Question: The company has a host of vertical pillars to keep running smoothly—from meat to bakery, c-store to gift shop. How do you make sure they’re hitting on all cylinders?
Duane Korenek: Firstly, I want to give a shoutout to our staff of 380 team players, who are of the utmost importance. We have specialists in each pillar of our operation. It’s a very narrow dynamic whereby if you’ve been trained in the bakery sector or trained as a meat cutter, that’s what you concentrate on 24/7. We don’t want our people to float around or overlap, so to speak.
Lannah Stoner: One overarching way that we keep everything running smoothly is to stick closely by our five core values. One is that we will always accommodate customers in being what we call ‘customer service champions.’ Where we provide an unforgettable experience, leave a lasting impression, pursue excellence and are always ready to take the lead and get things done. So, if a local customer is having a large event and needs, say, 500 cinnamon rolls in two days, we deliver it.
Q: What are a couple of challenges that you have faced within the day-to-day operation?
LS: I’m the marketing manager and one focus here is needing to increase sales transactions across three platforms: brick-and-mortar, business-to-business and [consumer-driven] e-commerce—and do it seamlessly. For all three, you’re tasked with speaking to different audiences, but we’re striving to have a tighter, unifying plan in place across all three.
Q: What type of merchandising initiatives have you been most excited about lately?
LS: We established a more aggressive online advertising presence via Facebook and Google. As of Sept. 30, we were three months in with a venture where we offered discounts on smoked beef sticks, etc. We gained a lot of traction with it, and via our social media presence in general. We witnessed people interacting with our Google and Facebook ads, and we want to continue that momentum. For instance, with holidays coming up, rather than meat stick promotions, we could switch to our gift boxes as promotional vehicles.
Q: What’s your management team’s approach to finding and retaining solid workers?
DK: It takes a lot of luck, honestly. The demographic in this area is comprised of very friendly people with a strong work ethic—even among the younger folks: hard work is kind of an inbred quality.
LS: We deploy our five core values when it comes to hiring—to see what candidates exemplify them best.
Q: What is the best part of the job that keeps you motivated?
LS: I love the people we associate with and appreciate the five core values we’re founded upon. I’m a part of the Prasek family, and with family…that’s where you’re the most comfortable. One core value is “Family—just like home.” A true sense of family permeates all aspects of the operations, including the way Prasek’s treats each customer—almost as if welcoming them into our home. In addition, I like how we’re able to build connections with customers quickly and do so in a sustained fashion.
Prasek’s 5 Core Values
- We are “yes” people
- Honesty is at our core
- Family … just like home
- Embrace unity
- Customer service champions
Prasek’s Milestones:
- 1974: Official opening of Prasek’s Family Smokehouse and meat processing plant in Hillje, Texas
- 2017: Grand opening of Sealy, Texas location
- 2018: Building of Prasek’s jerky processing plant in El Campo, Texas
- 2024: Celebrating 50 years of business, serving customers with the highest quality products and exceptional service.
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